This campaign, aimed at increasing organ donations in Brazil, used a stunt involving a billionaire, a US$500,000 car and a lot of social media outrage. View Summary

This campaign, aimed at increasing organ donations in Brazil, used a stunt involving a billionaire, a US$500,000 car and a lot of social media outrage.

Count Chiquinho Scarpa was well-known for his love of Ancient Egypt, but he caused a media storm when he announced on Facebook that he planned to bury his Bentley in his yard, just like the pharaohs.

People were revolted by the idea of the billionaire burying such a valuable car, and the announcement reached over 170m people on social media.

On the day of the burial, with all of Brazil's media gathered at the Count's house and broadcasting live, Scarpa revealed the stunt, and argued that burying a car was just as "absurd" as people being buried with their organs.

Post-campaign, organ donations increased by 31.5% in a month.

2

Buzzfeed and Scope on effective native advertising

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Joseph Clift, Event Reports, ad:tech London, October 2014

This event report explains how Buzzfeed, the website, uses a native advertising model to generate revenue, with lighthearted content shared on social media and more serious news reporting. View Summary

This event report explains how Buzzfeed, the website, uses a native advertising model to generate revenue, with lighthearted content shared on social media and more serious news reporting.

Buzzfeed does not run display advertising, but generates revenue by featuring 'native advertising' - content created by brands that is mixed in with regular posts.

The site is highly social, with as much as 75% of its traffic coming from social media as people surface interesting articles and share them with friends.

Scope, the disability charity, partnered with Buzzfeed to create two articles about awkwardness around disabled people - targeting 25-35 year olds with a light-hearted but powerful message.

This case study explains how Feeding America, a hunger-relief charity, used neuromarketing technique EEG to engage emotions and improve the resonance of public service campaigns. View Summary

This case study explains how Feeding America, a hunger-relief charity, used neuromarketing technique EEG to engage emotions and improve the resonance of public service campaigns.

The organisation wanted to reinforce its relationship with its network of workers and volunteers and communicate the emotional benefits of volunteering.

Four ads with slightly different messages were tested, finding a significant difference in the neurological impact of each and a difference between similar voiceovers.

The testing opened up a new channel of insights insights about the target audience and has helped to develop best practices.

4

Society for Community Organisation: Cage Home Integrated Campaign

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Case Studies on Warc, Warc 100, 2014

This campaign highlighted a societal problem in Hong Kong, poor living conditions in tiny "cage" apartments, with a dramatic exhibition in the city's Cultural Centre. View Summary

This campaign highlighted a societal problem in Hong Kong, poor living conditions in tiny "cage" apartments, with a dramatic exhibition in the city's Cultural Centre.

The exhibition at the Hong Kong Cultural Centre ran for only one week but attracted over 10,000 visitors – far in excess of the average attendance for showings at their public gallery.

It gathered mass PR support from around the world.

Most importantly, the Hong Kong Government was finally urged to take action, and initiated the first ever comprehensive study of cage home/cubicle apartment living, with the intent to use this information to devise appropriate solutions.

5

SEEK Volunteer: Volunteer To Promote Volunteering

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Case Studies on Warc, Warc 100, 2014

SEEK volunteer, a charity, publicised its website with this campaign, which encouraged companies to "volunteer" media space to promote volunteering. View Summary

SEEK volunteer, a charity, publicised its website with this campaign, which encouraged companies to "volunteer" media space to promote volunteering.

As the word spread, people then also "volunteered" personal spaces such as blogs and tweets.

Results included: expression of interest in volunteer role rose by 557%; over US$2M media value created from an initial investment of just US$76k, a return of 1:26; and an estimated US$14M of incremental labour value created for Australian charities – with a ROMI of 1:183.

6

Defence Force Recruitment: Mobile Medic

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Case Studies on Warc, Warc 100, 2014

With this campaign, the Australian army challenged medical students to diagnose real-life injuries and ailments displayed on posters and billboards that linked to an augmented reality app. View Summary

With this campaign, the Australian army challenged medical students to diagnose real-life injuries and ailments displayed on posters and billboards that linked to an augmented reality app.

Via the app, students could use virtual stethoscopes and CT scans, among other tools, to aid their diagnosis – and help them feel closer to the brand.

As well as the app, the campaign used a microsite and live events.

Enquiries for Defence University Sponsorship during the campaign period went up by 30%.

This event report discusses how brands can move beyond consumers' rational, considered modes of thinking to reach them on a more emotional and subconscious level. View Summary

This event report discusses how brands can move beyond consumers' rational, considered modes of thinking to reach them on a more emotional and subconscious level. Heinz Baked Beans, the long-standing leader in its category, needed to achieve this goal as many of the associations shoppers have with its brand are so deeply-embedded as to be almost a "default". For Greenpeace, the environmental charity, shifting to a more positive tone of voice associated with "promotion", rather than a negative one connected with "prevention", helped it engage with Facebook users in a much more approachable way.

8

ANA Multicultural Excellence Awards 2013: Meet the winners

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ANA Magazine, Winter 2014, pp. 30-38

This article presents three winning campaigns of the 2013 ANA Multicultural Excellence Awards, and explains what made them successful. View Summary

This article presents three winning campaigns of the 2013 ANA Multicultural Excellence Awards, and explains what made them successful. City Year, an education organisation which recruits young adults to work in schools with children at-risk, used a combined social media and an offline campaign to increase brand awareness. The organisation's volunteers were invited to tweet about their experiences using a dedicated hashtag, and from this print and other ads were created that highlighted these personal stories. The brand increased its awareness and levels of volunteering. Pampers, the baby products brand owned by P&G, was awarded for its use of a classical music event with an 'honouring motherhood' theme which targeted Hispanic mothers. The audience shared their experience on social media, with videos from the event exceeding the company's social sharing benchmarks. The final campaign described was by General Mills for its Lucky Charms cereal brand, which wanted to communicate its values. A new product launch coincided with LGBT Pride Month, and so the brand chose a positive campaign which invited people to share why they are lucky to be them. This ran across social media and generated a positive response from the LGBT community.

The Asia Strategy Report explores the smartest thinking in marketing across Asia. The report demonstrates how smart strategy can unlock brand growth, global brands are rethinking their strategy to gain greater cultural relevance in the region, locally owned brands, particularly in India, are raising their game and social media is now the most-used channel in the region. View Summary

The Asia Strategy Report explores the smartest thinking in marketing across Asia. The report demonstrates how smart strategy can unlock brand growth, global brands are rethinking their strategy to gain greater cultural relevance in the region, locally owned brands, particularly in India, are raising their game and social media is now the most-used channel in the region. Across six chapters, it features all of the winning cases from the 2013 Warc Prize for Asian Strategy and puts the thinking behind them into context. The 18 featured brands include the Department of Tourism in the Philippines, Nike, Pepsi, Lifebuoy, Gillette and McDonald's.

10

Cotton or Nothing: How consumer research created an experiential campaign for a natural fabric

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Geoffrey Precourt, Event Reports, The Market Research Event, October 2013

This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants. View Summary

This event report explains the challenges faced by Cotton Incorporated, the not-for-profit cotton industry body, and how research has been used to understand consumer wants. Cotton has rapidly increased in price, with this leading to clothing manufacturers using cheaper synthetic materials. Research by Cotton Incorporated analysed comments on retail websites on various clothing products, finding that consumers were dissatisfied with synthetic materials, viewing them as lower quality. The organisation's long running ad slogan 'Fabric of Your Life' was replaced with 'Nothing at All'. A stunt at New York Fashion Week 2013 involved 'naked' mannequins marching through the city declaring 'Wear Cotton. Or Wear Nothing At All'. This campaign was further developed with a stop motion film and a grass-roots movement.

11

How segmentation helped Teach for America reach millennials

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Stephen Whiteside, Event Reports, The Market Research Event, October 2013

This event report describes how Teach for America, the not-for-profit teaching recruitment organisation, targets millennials. The organisation must receive over 50,000 applications every year in order to recruit 5,000 quality trainees, and found itself to be falling short of this number. 97% of Teach for America's applicants and 75% of its alumni are millennials, but a broad strategy targeting the entire demographic had proved fruitless. Research was used to segment the generation into six groups based on psychographic information rather than demographic features. Three of these were selected as appropriate targets and a marketing campaign focussing on them was formulated. Three characters representing each of the segments were created and followed through their Teach for America journey in the campaign. Surveys at the application stage confirmed that the target groups had been reached.

12

Trendwatch: Reactivated social media campaigns

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Henry Mason, Admap, July/August 2013, pp. 8-8

This brief article looks at how brands can turn social media engagement into more meaningful action, such as charitable donation. View Summary

This brief article looks at how brands can turn social media engagement into more meaningful action, such as charitable donation. It provides examples from non-profit organisations like Civil Rights Defenders and Unicef, which have turned 'slacktivism' into activism. These have been through bold, thought-provoking campaigns that cut through social media white noise. Profit-making brands can learn lessons from these approaches to shock or amuse consumers into remembering the real world beyond social media.

13

Comparing Comic Relief and UNICEF

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Georgina Wilson, MEC, April 2013

This article compares two children's charities the the UK - Comic Relief and UNICEF - analysing public perceptions of each brand and potential sponsorship opportunities. View Summary

This article compares two children's charities the the UK - Comic Relief and UNICEF - analysing public perceptions of each brand and potential sponsorship opportunities. Comic Relief offers greater benefits to potential sponsors as consumers regard it with more passion, and see it as fun, friendly, playful and creative. UNICEF has a more trustworthy image but is not as highly regarded as Comic Relief overall: this may be because Comic Relief is a British charity.

Prostate Cancer UK's chief marketing officer Seamus O'Farrell describes how discourse analysis played a central role in modernising the charity's culture. Working with Linguistic Landscapes, it identified areas where the internal language of the organisation was preventing it from evolving. The project found that a much more candid, less euphemistic approach to talking about prostate cancer was needed in order for communications to improve.

15

Sustainability: How can a third-party certifier help you build a stronger brand?

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Liz Tinlin, Market Leader, Quarter 2, 2013, pp. 30-32

This article looks at best practice in partnering with a third-party certifier, here defined as an organisation that testifies to a brand's commitment to a good cause and ultimately aims to move the economy towards being more sustainable. View Summary

This article looks at best practice in partnering with a third-party certifier, here defined as an organisation that testifies to a brand's commitment to a good cause and ultimately aims to move the economy towards being more sustainable. But the article also lists issues that marketers have with these partnerships, including being unimpressed by labels' branding, an inability to 'own' the sustainability problem, difficulty in working with purchase drivers and the need for clarification in what the brand stands for. It also offers advice for working with these third parties, such as giving the debate full attention, being brand-centric, collaborating closely, plotting the direction that the brand narrative will go in and engaging with consumers.

16

Rebranding without the Onion

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Paul Feldwick and Seamus O'Farrell, Admap, March 2013, pp. 18-21

This is the story of how the Prostate Cancer Charity rebranded to become Prostate Cancer UK. It was a process than ran counter to much of the conventional wisdom recommended by branding consultants that state that radical rebranding processes should begin with a clear strategic blueprint for what the brand should become. View Summary

This is the story of how the Prostate Cancer Charity rebranded to become Prostate Cancer UK. It was a process than ran counter to much of the conventional wisdom recommended by branding consultants that state that radical rebranding processes should begin with a clear strategic blueprint for what the brand should become. This brand Key or Onion is then used to brief agencies and only when the new identity is ready, is it revealed and sold in to the organisation. However, Prostate Cancer UK took a different route in which strategy, execution and cultural change were all allowed to emerge together. This article examines the challenge for charity, the process that the team went through to reach the strategy and offers ten principles to follow for anyone looking to undertake a major rebranding project.

17

Comparing 'green' and health charities

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Claire Carmichael, MEC, January 2013

This article compares environmental and health charities, discussing how valuable partnerships with each are to brands. View Summary

This article compares environmental and health charities, discussing how valuable partnerships with each are to brands. Research has found that consumers have higher perceptions of health charities than environmental charities, but that brands are more likely to benefit from partnerships with environmental charities. It is conjectured that brands benefit more from partnerships with environmental charities because they need to meet the charity's standards to become a partner.

18

In-game Branding Effectiveness (Government & Non-profit)

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Recommended Cases, January 2013

This document highlights best practice in using in-game branding effectively in the government and non-profit sector with cases from Depaul (UK), the Metropolitan Police (UK), Urban Ministries of Du... View Summary

This document highlights best practice in using in-game branding effectively in the government and non-profit sector with cases from Depaul (UK), the Metropolitan Police (UK), Urban Ministries of Durham (USA) and Victoria Roads (Australia).

19

Product Placement Effectiveness (Government & Non-profit)

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Recommended Cases, January 2013

Discover top product placement strategies for the government and non-profit sector in this document with cases from the United States 2010 Census (USA), HK Handel Denmark (Denmark), Aids Task Force (I... View Summary

Discover top product placement strategies for the government and non-profit sector in this document with cases from the United States 2010 Census (USA), HK Handel Denmark (Denmark), Aids Task Force (Israel) and US Marine Corps (USA).

When a corporate brand needs radical change, there are typically barriers in the organisation's internal culture that make change difficult to achieve. View Summary

When a corporate brand needs radical change, there are typically barriers in the organisation's internal culture that make change difficult to achieve. Habits of language in an organisation matter, because they sustain basic ideas such as who we are, what we do, who the customers and stakeholders are and what the relationship is between 'us' and 'them'. Using a recent brand renovation project for the charity Prostate Cancer UK as an illustration, this article shows how closely analysing a company's internal language reveals these barriers and provides an effective way to make changes.

22

TV Effectiveness (Government & Non-profit)

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Recommended Cases, October 2012

Featuring case studies from Transport Accident Commission (Australia), Barnardo’s (UK), Ministry of Social Development (New Zealand) and American Legacy Foundation (USA), this is a collection of Warc'... View Summary

Featuring case studies from Transport Accident Commission (Australia), Barnardo’s (UK), Ministry of Social Development (New Zealand) and American Legacy Foundation (USA), this is a collection of Warc's best case studies on TV Effectiveness in the government and non-profit category.

23

Radio Effectiveness (Government & Non-profit)

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Recommended Cases, October 2012

Featuring case studies from London Metropolitan Police (UK), Marie Curie Cancer Care (UK), Department of Transport (UK) and Skills Development Scotland (UK), this is a collection of Warc's best case s... View Summary

Featuring case studies from London Metropolitan Police (UK), Marie Curie Cancer Care (UK), Department of Transport (UK) and Skills Development Scotland (UK), this is a collection of Warc's best case studies on Radio Effectiveness in the government and non-profit category.

This document, featuring case studies from Casa Protegida Julia de Burgos (Puerto Rico), Vanarai Foundation (India), Ministry of Health (New Zealand) and NHS Smokefree (UK), is a collection of Warc's best case studies on magazine effectiveness in the government and non-profit category.

This document, featuring case studies from Casa Protegida de Julia Burgos (Puerto Rico), Brand Protection Group (Lebanon), Autism Speaks (USA) and Ministry of Health (Canada) is a collection of Warc's best case studies on how to use newspapers to market non-profits.